ÏMAIMA is a quintessential fashion label for the contemporary woman.It is a meeting ground for creative sublime ideas from Berlin and Jaipur coming together to give a new meaning to understated luxury.
Here, we went behind the brand to find out more…
When did you launch the brand and what was the reason behind it?
We launched the brand in the year 2015. Both of us are passionate about designing and looking for more avenues to work on and experiment with. We found are calling in our ability to seamlessly amalgamate the dying traditional crafts of India with the western silhouettes which would empower women through style, trends and fashion, a label they can relate to more than just in terms of fashion. We wanted to design clothes which define a woman’s essence and her wardrobe.
What’s your background?
Sajal: BA Textile Design from Jaipur (India) & M.A Textile Design from UAL
Bahhareh: B.A Fashion Design from Berlin (Germany) & M.A Textile Design from UAL
How many people are involved in the company and what are their roles?
We have a structured and organised set up of 450 qualified people running IMAIMA which includes designers, pattern- makers, tailors, production managers, merchandiser, IT support team, graphic designers, PR & communications, Legal team, digital marketing team and so on.
If you could start over with the business, would you do anything differently?
We don’t think we would want to do anything differently, this is the best we could get since we love designing and working on new ideas and we are glad to pursue our passion as a profession. Ours has been a journey of learning, relearning several things while in the process of developing our label. We are also willing to incorporate newer ideas to make our designs functional. We are on a constant lookout for more talented people who share the same understanding as us and are on the lookout for challenges to come up with something unique.
What is the hardest challenge you have faced since you started the company?
The toughest part of running the organisation has been to manage the human resources, accrue newer talent and retain those we already have.
2018 is here, where do you plan on taking the brand?
We want to expand the brand’s horizon and become a part of international fashion runways to increase the brands reach but our main focus from the beginning has been to reach the wardrobe of women across the world and make our clothes more functional in terms of its use. The kind of love we have received from our customers across the world in just little time frame has motivated us to achieve much more than what we initially set out to do.
To date, what has been the highlight since launching?
In just a short span of time the kind of response we have received from being featured in some prominent fashion magazines across the globe, collaborating with who is who of the fashion industry and the amazing feedback we get from IMAIMA’s lovers has been overwhelming. Our craftsmanship has been immensely praised and our cut to perfection, tailor made eclectic designs have swoon over women globally. We get such amazing responses from them when they first wore the dress regarding the look and feel of the dress and the compliments showered on them for it.
In future, how do you plan on expanding the company?
We want to give immeasurable choices to our esteemed customers but not at the cost of environment. We are cautious of ethical practices (natural and sourced fabrics, azo free) along with uplifting the crafts and the artisans, keeping this as the benchmark for our future endeavours and making a space in the hearts of our beloved customers would be our primary goal. We would soon want to see IMAIMA in some prominent boutiques and showrooms displaying its custom made apparel range. We are soon coming up with our exclusive IMAIMA showroom to display its products. Also we have a couple of themed collection lined up for the year and the following year.
Find out more…
We are currently retailing at a few boutiques in Berlin and soon we shall be spreading our wings to other cities. For individual purchase or getting directly in touch with us, you can reach us at- www.iimaima.com
Tell us what you had like to see from us or freely express your love for our label at- FB /iimaimaoffial